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Purpose The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content. Design/methodology/approach The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor. Findings Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women. Research limitations/implications The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms. Originality/value Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.
Purpose The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content. Design/methodology/approach The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor. Findings Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women. Research limitations/implications The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms. Originality/value Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.
This research used a novel method in which biometric data and data envelopment analysis (DEA) (a statistical tool generally used for multi-criteria decision making) were used to assess advertising effectiveness. Facial detection and eye-tracking analyses were used to measure participants’ reactions to 14 real estate advertisements. Each of the 14 advertisements had been suggested to a real estate company by a creative advertisement company for a real upcoming advertising campaign in Modern Living for Males and Females. A total of 20 females and males, each of whom wanted to purchase a property, participated in this study. The real estate company was not sure which advertisement to select or which advertisement would be more effective in relation to the male and female target markets. The eye-tracking analysis provided useful information in relation to advertisement design efficiency and cue saliency, which can also affect participants’ emotional responses. DEA was employed to process attention, engagement, and joy provoked by the advertisements. The advertising materials were then benchmarked for each gender using the R studio and R Core Team and a robust DEA for the R (rDEA) package. Furthermore, we used an output-oriented model and variable returns-to-scale to identify the advertisement which maximized the positive emotional responses of each gender, revealing significant differences between males and females in relation to ad effectiveness.
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